The company that launched six new baked variants under the Aliva brand said it will kick off campaign featuring Balan shortly as it looks to create a new segment in the estimated USD 4 billion snacks market in India.

"What we are trying to do is create a new segment based on health and taste through Aliva in the snacks market in India. We feel that Vidya is the right match for the style and substance that we want to portray for Aliva's new variants," PepsiCo India, Marketing Director-Foods, Vidur Vyas told PTI.

The company is targeting consumers in the upper socio- economic strata for Aliva's new range of products --Multigrain Waves, Milk Minis and Crispy Thinz -- which are available in two variants each, he added.

The new Aliva baked range is priced at Rs 15 for 50 gram packs of Multigrain Waves and Milk Minis; 45 gram pack of Crispy Thinz and 60 gram pack for the original Tasty Crackers, the company said.

"Vidya is going to be lead ambassador for all new variants under Aliva and only she will feature in the new campaign," Vyas said.

Within the next few weeks, the new campaign will be kicked off across print, TV and other media, he added.

PepsiCo India will continue to have actor Chitrangada Singh, who has been the face of Aliva since 2009, as the brand ambassador, he said.

Vyas declined to disclose details about the tenure and value of the contract with Balan, but said: "All our contracts with our brand ambassadors are long terms relationships, be it Vidya or Chitrangada."

Vyas further said the PepsiCo India will also leverage on its popular snack brand Lay's to promote Aliva.